• CRAFT AND CONTEXT
A 94-page brand document and a 200-slide deck won't hold a brand together. The people inside the business will — but only if they've understood something the guidelines never cover.
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• CRAFT AND CONTEXT
A tagline written at founding describes the business accurately — at founding. The problem arrives when the business grows and the tagline doesn't. The most visible promise a brand makes can quietly become the thing holding it back.
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• CRAFT AND CONTEXT
Origin stories are among the most powerful things a brand can possess — and in most cases, the first thing to reconsider as the business grows. The test is whether it is still speaking to the client the business is now positioned to serve.
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